When British academic Darrell Kofkin took his son to watch APR FC play Zambian side Power Dynamos at the newly renovated Amahoro National Stadium, it was meant to be a special father-son experience.
And in many ways, it was. The pair were impressed by the stadium’s beauty, the free, fast Wi-Fi, and the helpful stewards who made navigation seamless. “It felt world-class,” Kofkin posted on his X account after APR’s 2–0 victory.
But not everything matched that standard. A simple request for coffee turned into a 30-minute wait for a Rwf4, 000 cup, only to find that the machine wasn’t working. Worse still, not a single burger or kid-friendly snack was in sight. For Kofkin, it highlighted a gap in Rwanda’s new sporting jewel: hospitality services.
The golden call to service
His remarks sparked a swift reaction from Ignatius Kabagambe, founder of the Golden Service Initiative, a citizen-led platform that spotlights service delivery in Rwanda. Kabagambe argued that food and beverage services at Amahoro should never be treated as a side show.
“Forty-five thousand people fill Amahoro on match days. That is not just football, it’s a huge business opportunity. Families arrive early, fans linger after the final whistle, and they all expect proper service. Match day is peak revenue. Services must not underperform.”
The concerns quickly caught the attention of Sports Minister Nelly Mukazayire, who acknowledged the problem and assured the public that changes are underway.
“Good Morning Kabagambe Ignatius. You are totally right. We are closely working with the new management company of the Stadium QA Venue Solutions to address this gap and ensure that the stadium offers quality services in all aspects. We appreciate this feedback on areas of improvement.”
The company the minister referred to, QA Venue Solutions (QAVS), is not new to Rwanda. The South Africa-rooted firm entered the market in 2020 when it won a seven-year contract to manage Kigali Arena, now renamed BK Arena after QAVS secured a landmark $ 8 million naming rights deal with BK Group.
QAVS specializes in venue and event management, integrating digital ticketing, retail and hospitality systems, and talent development.
In Rwanda, the company pledged $ 2.4 million to modernize arena operations, including sound and AV systems, retail stocking (with a preference for “Made in Rwanda” products), and creating a backstage academy to train young Rwandans in events management.
Globally, QAVS’ leadership has worked on major events such as NBA Africa Games and FIFA tournaments. In Rwanda, it has already proven its ability to elevate venue operations to international standards.
The expectation now is that QAVS will replicate this success at Amahoro Stadium, bringing service levels in line with its architectural transformation.
More than just football
The Amahoro national stadium has always been more than a sports ground. Built in 1986, it has been at the center of Rwanda’s modern history, serving as a humanitarian refuge during the 1994 Genocide against the Tutsi, and later becoming the stage for major sporting and cultural events.
Its recent multi-billion-franc facelift expanded seating to 45,000, introduced smart digital infrastructure, and positioned it among Africa’s leading sports arenas. But as experts and fans alike point out, a world-class stadium is defined by more than its pitch and stands.
In Europe, Asia, and the United States, up to 30% of stadium revenues come from food, beverages, and merchandise. These services drive fan satisfaction, keep families engaged, and turn first-time visitors into loyal supporters.
The road ahead
Kofkin’s frustrations, Kabagambe’s advocacy, and Minister Mukazayire’s assurances, all point to one conclusion that Rwanda has already built the hardware of a world-class stadium, but the software of service delivery must now catch up.
For Amahoro to fully live up to its promise, every detail counts, from the flow of ticketing, to the taste of coffee, to the smile of a steward.
With QA Venue Solutions now at the helm, expectations are high that fans will soon enjoy not only beautiful football but also efficient, family-friendly, and enjoyable hospitality.
Because in the end, the true measure of Amahoro will not just be in the goals scored, but in the memories fans carry home.
